74 FEATURE their connection and understanding of the destination. So, what can ports and destinations do to improve their cruise offerings? “As cruising is a people-focused business, ports can improve the guest experience by developing docking locations closer to city centres, making it easier for guests to access attractions and explore independently during their limited time in port,” says Martin Lister of Fred. Olsen Cruise Lines. Ports must ensure cruise line itinerary planners have a clear sense of their destination’s unique value and how it differentiates from others. “This enables destinations to communicate effectively with itinerary planners, demonstrating the distinct value and diversity they bring to an itinerary, and how their inclusion enriches the overall journey narrative,” says Justin Poulsen, head of itinerary planning, destination experiences and ground handling at Explora Journeys. Aziz Gungor, regional director East Med for Global Ports Holding, stressed the importance of getting support from the local community, saying: “It doesn’t matter whether you have a great facility if the community is not supportive. Sustainability or growth plans can become a source of tension rather than pride, which is why it’s so essential to have the locals engaging in your growing plans and all your plans.” For Pohl, it’s important to ensure guest expectations align with local priorities. “The focus for the future should be on sustainability, personalisation and local partnerships,” she says. “Sustainability is not only about protecting the environment; it is about protecting the soul of a destination. That means making sure the experiences we create are not extractive but regenerative, leaving communities stronger than before. Personalisation is about giving guests something truly meaningful, something that feels like it was crafted just for them, while local partnerships are the magic thread that ties everything together, allowing travellers to connect with the authentic heartbeat of a place. “But at the heart of all three is one simple truth: none of it works without collaboration. It’s not just about where we take guests but about how we take them there and who we bring along in the journey. With collaboration and training as the glue, sustainability, personalisation and local partnerships won’t just be buzzwords; they’ll be the very fabric of unforgettable, responsible travel.” Photo: Dani Salvà/Arxiu Images Cap de Creus Natural Park in Costa Brava, Spain, is where the Pyrenees meet the Mediterranean Sea “ The real magic happens when you guide guests beyond the obvious, when you spark their curiosity ” Claudine Pohl, Lemoneight
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